Its 2 PM and there is a momentary break in the light rain that has been persistent throughout the day Im overlooking the worlds busiest intersection -- Shibuya crossing Tokyo -- where three million people cross the street hourly in a mad scramble to get from one side to the other Below me I see camera crews placed among the square filming the chaos for their various outlets As the light changes a man rushes out into the center of the street and does some impromptu acrobatics before the crowd envelops him A quick scan and I locate the inevitable camera filming him too No one seems bothered by his antics -- perhaps because others have also stopped in the middle of the street filming themselves at the famous landmark When the light changes again the acrobat runs out again repeating his maneuver Hell continue doing this until he gets the perfect candid shot This type of interaction is commonplace now as weve entered the age of the microinfluencer Rather than spending large amounts on ad campaigns to build your brands following companies can find content creators around the world -- with high-quality cameras -- who have their own Using sites like Tribe Hype and Unboxed you can find people willing to create the right post for you at any budget And with increased choices in social networks want-to-be PewDiePies -- the most-subscribed and highest-earning Youtuber of all-time -- can take their pick of platform and niche and start creating the content needed to build their own following lured by the idea of instant fame and fortune Or thats how it is supposed to work Unfortunately for the majority of people theyre in for disappointment 965 percent of all Youtubers make less than 13 000 a year from their channel -- even those who have over 1 million views per month As an individual brand unless youre dedicated full-time to a content strategy you dont have any hope of making any real impact Its similar for other platforms -- on Instagram for example people who manage the gargantuan feat of 100 000 followers can charge aligned brands up to 1000 per post On Twitch you can charge subscription fees for your channel once youve reached 50 followers -- although only 1 percent of Twitch streamers have achieved partner status to make any significant amount This means that for companies just starting out in their marketing strategy theres almost no point attempting to build a following on your own channel -- no one will see it Instead focus your budget and effort on someone who has made this their full-time job As a brand or influencer heres how you ensure that youre getting the most out of your social strategy To ensure youll provide enough value for other people to spend their time with you you need to have something to say that people cant get anywhere else -- which means that you need to find something that only you can provide Focus on the things that come easily to you that other people find difficult and then create content around that For example if youre an excellent programmer create a Twitch channel for live coding that has dedicated times for people to tune in and learn how to code with you While youre building a following you need to provide people with enough content to keep them interested and engaged The easiest way to do this is to keep to a posting calendar with certain types of posts always on specific days and or times This is especially important on platforms like Instagram and Facebook where the initial post engagement helps boost your all-time views As mentioned above it takes a lot of viewers and content before you can start to expect to earn any real income or conversions PewDiePie took years before he was earning a significant income Gary Vaynerchuck spent years building content before he expanded his empire Ninja is the top earner on the new-ish platform Twitch and hes earned a reportedly 500 000 -- but no one else has come close There is definitely money to be made in the realm of the influencer However if your business plan is just Become a Youtube Star I suggest you start working on your resume